Age of breaking stereotypes: Yesteryear icons now rising stars in brand new calling
major brands.
Zeenat Aman, Neetu Kapoor, Sharmila Tagore and Neena Gupta have signed several endorsement deals in recent months and brands say the trend is not about the allure of nostalgia but to leverage how these actresses are reinventing themselves and breaking the stereotypes.
These associations help brands ride on their legacy and cut through clutter, industry executives said. Besides, these yesteryear stars charge only about one-fourth of the charges of A-listers such as Deepika Padukone and Alia Bhatt, they said.
«There is a noteworthy focus on age inclusivity now,» said Darshana Bhalla, chief executive of talent management company D' Artist Talent Ventures.
«While acknowledging the accomplishments of the youth is essential, it's equally crucial not to underestimate experience, credibility and maturity,» she said.
Cosmetics and beauty company Forest Essentials, Oppo phones, and fintech platform Cred signed Zeenat Aman.
Huge Social Media Following
Neetu Kapoor has been roped in by Mankind Pharma's petcare brand and PepsiCo's Lay's chips, while Neena Gupta now endorses electric vehicle Eblu Feo and P Mark edible oil.
Sharmila Tagore's recent campaigns include ITC's Vivel soap and beauty line and Mamaearth shampoo where she is seen advising granddaughter Sara Ali Khan.
Most of these yesteryear icons have huge social media following.
Zeenat Aman made a successful Instagram debut in February last year, while Neetu Kapoor and Neena Gupta regularly post pictures and updates on social media platforms or interact with fans and paparazzi. Neena Gupta and Sharmila Tagore have also featured in OTT shows or talk shows.
